Typography Design for Brand Storytelling
A course by Ellen LuptonDesigner
A course by Ellen Lupton, Designer
Learn how to develop strong typographic ideas that build the voice and character of a brand together with color, texture, words, and images
Typography is what makes words unique and gives them a voice. As an award-winning graphic designer with more than 30 years of experience, Ellen Lupton specializes in blending the visual and the verbal to tell stories using typography. She’s written dozens of books during her career, including international bestsellers like Design is Storytelling and Thinking with Type. She is also currently the Design Chair at MICA, as well as Curator Emerita at Cooper Hewitt, Smithsonian Design Museum.
In this online course, Ellen teaches you how to build brand identities through typography. Learn to develop strong typographic ideas and combine color, texture, words, and images to tell an engaging story that connects with viewers. Harness the expressive power of type design and help brands find a voice that speaks to their audience.
What will you learn in this online course?
13 lessons & 18 downloads
Naming
4 minutes, 47 seconds
Basic Type Sketches
5 minutes, 0 seconds
Choosing a Primary Brand Typeface
9 minutes, 16 seconds
Logotype Studies
3 minutes, 49 seconds
Optical Sizes
7 minutes, 33 seconds
Color
7 minutes, 21 seconds
What's included in this course?
Get to know Ellen Lupton as she talks you through her creative journey to becoming a best-selling writer and award-winning graphic designer. She also shares her biggest influences, from books and board games to textiles and jewelry.
First, brainstorm ideas for your brand’s values and core concept. Play with word associations and mind maps to come up with an original name for your product before sketching the logo using different letterforms.
Next, choose the primary font and explore ways to make your logo unique. Ellen also explains the nuance of optical sizes, along with how to choose a secondary typeface that supports the main font, while also adding variety.
Time to give your words visual and narrative depth. Choose a color scheme that conveys your brand concept, as well as engaging imagery to enhance the story behind it. Once you’ve finished your design, see how it looks on several packaging mock-ups and get some expert tips on how to present your work to a client.
What is this course's project?
Design a logo and a visual identity for a fictional brand, using typography to define its character and voice. As an example, your teacher invents an ice cream brand.
Projects by course students
Who is this online course for?
Anyone who wants to explore typography and graphic design, and learn how to combine them to tell engaging stories.
Requirements and materials
Basic notions of graphic design as well as a working knowledge of Illustrator or InDesign are required to take this course.
The only materials you need are a computer with one of these design programs installed.
Reviews
- 3 days ago
This is a great one!
- kinluan_dePLUS15 days ago
rất đầy đủ và trực quan, phù hơp cho ai tự học
- 3 months ago
Uno de los mejores.cursos de domestika, amé totalmente el curso y lo vería mil veces. Su foma de explicar de la profesora es de lo mejor. Transmite mucha alegria y creatividad. Lo recomiendo demasiado. Mas cursos asi porfavor domestika.
- 4 months ago
Ellen, you are definitely just my type of teacher! You have such a wonderful character as a typographer and as a person. Thank you for being so fabulous and for teaching me that great design comes from the heart. It was a true joy to learn with you and to meet the equally adorable Jack and Kevin. You are brilliant and a true inspiration!
- 4 months ago
Otimo curso, a Ellen é uma! incrível designer, reconhecida e com muito conhecimento! esse curso foi essencial para melhor meu trabalho com tipografia!
Throughout her career, Ellen has written dozens of books on design, including the international bestsellers Design is Storytelling and Thinking with Type. She also serves as the Design Chair at the Maryland Institute College of Art, and was named Curator Emerita at Cooper Hewitt, Smithsonian Design Museum following a 30-year tenure. Her work and contribution to the industry has been recognized with numerous awards, most notably, an AIGA Gold Medal for Lifetime Achievement in 2007.
Content
- U1
Introduction
- About Me
- Influences
- U2
Getting Started
- Values and Context
- Naming
- Basic Type Sketches
- U3
Making a Wordmark
- Choosing a Primary Brand Typeface
- Logotype Studies
- Optical Sizes
- Choosing a Secondary Type Family
- U4
Building Out the Brand
- Color
- Imagery
- Applications
- Presenting Your Work
- FP
Final project
- Typography Design for Brand Storytelling
What to expect from a Domestika course
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Learn valuable methods and techniques explained by top experts in the creative sector.
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FAQs
Yes, this course is designed for intermediate-level designers who want to deepen their understanding of typography, layout, brand identity, and visual storytelling techniques.
Basic familiarity with design software such as Adobe Illustrator and an interest in 3D printing will be helpful, but in-depth experience is not required. The course will guide you through relevant tools and processes.
You will learn to integrate typography and images to create engaging brand identities, express emotion, prototype layouts, and design cohesive narratives for products and brands.
Yes, you’ll explore mind mapping, word lists, and playful techniques to invent memorable and distinctive brand names, especially for food products like ice cream.
Yes, the course includes hands-on projects such as prototyping book layouts, sketching brand imagery, and creating product packaging mockups to apply your learning.
You’ll learn how typeface choices, color systems, and layout design can convey brand personality, values, and emotional impact, with practical examples and guided exercises.
The course introduces using 3D printing for product design, including textured ceramics, jewelry, and packaging, blending traditional craft with digital fabrication.